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The Tourism Authority of Thailand (TAT) announced on Wednesday that pop singer Lalisa “Lisa” Manobal has agreed to serve as “Amazing Thailand Ambassador” for the next 12 months.
The Buri Ram-born member of the K-pop supergroup Blackpink would be Thai tourism’s face to the world, TAT governor Thapanee Kiatphaibool said.
The agency hopes the star power of its new presenter will translate into more visits to Thailand and lift total tourism revenue back above 3 trillion baht in 2026.
“Collaborating with Lisa as Amazing Thailand Ambassador marks another significant milestone in presenting the charm, diversity and wonders of Thailand from a fresh perspective — one that will inspire both Thais and international visitors to discover the magic of Amazing Thailand, together,” Ms Thapanee said.
“Lisa is one of Thailand’s greatest sources of pride. With her globally recognised achievements and success, she serves as an influential force in telling the story of Thailand’s beauty and unique identity, making it known to a wider international audience.”
Ms Thapanee said Lisa’s role as Amazing Thailand Ambassador would help stimulate global interest in visiting Thailand.
At the same time, the TAT would promote Thailand as a high-quality and safe destination.
From January to mid-August his year, arrivals in Thailand were down about 7.5% year-on-year to around 25 million. The country has been struggling to restore arrivals and receipts to pre-pandemic levels, due to several negative factors, including safety concerns, the earthquake in March and Thai-Cambodian border skirmishes.
In the current high season through March, the TAT hopes that big events will help draw up to 12 million arrivals.
Those events include three Blackpink concerts next week, with hotels near the Rajamangala National Stadium venue reporting high bookings from “Blinks”, as Blackpink fans are known.
White Lotus factor
Lisa made her acting debut in Season 3 of the hit TV show The White Lotus, which Thai tourism operators viewed as an opportunity to promote travel across southern provinces this year.
The 28-year-old singer’s every move is followed by tens of millions of fans on social media, adding to her drawing power.
“Her activities, such as eating meatballs or wearing traditional Thai clothing, have often gained attention on social media,” Ms Thapanee said.
Lisa is also highly sought after by some of the world’s top brands. Her collaboration with the fashion house Celine reportedly generated $29 million in earned-media value.
Ms Thapanee said the ambassador campaign will feature stories about Lisa’s return to Thailand, portraying a journey of rest and renewal.
As the TAT plans to roll out a new international marketing theme called “Unforgettable Experience: Healing is the New Luxury”, Lisa is expected to represent the theme via marketing materials and activities launched from January, said Ms Thapanee.
With more than 107 million followers on Lisa’s Instagram account, the collaboration is expected to reach around 1 billion online views, of which 5-10 million could translate into actual trips in 2026, she said.
Ms Thapanee said Lisa’s fans were a high-potential market, with average spending estimated at 50,000 baht per trip. This campaign was expected to generate anywhere from 250 billion to 500 billion baht in tourism revenue, helping drive total revenue to more than 3 trillion baht next year.
The TAT signed a one-year contract with the artist management company Lloud, which is owned by Lisa, starting from Sept 29, 2025. The contract conditions stipulated that the value could not be disclosed, she said.
Lisa will appear in a 60-second TV commercial, and the TAT plans to produce additional 30-second and 15-second clips from it, along with a separate 30-second trailer. Twelve photoshoots and special merchandise are planned for this campaign.
An exclusive event featuring Lisa is set for January, after the launch of the TV commercial. Ms Thapanee said a Thai production company approved by Lloud has been hired for the project.
A TAT tourism promotional poster featuring Lisa. (Photo supplied)
